The supermarket war for this festive period isn’t over yet. Outdoing its punny takedown of John Lewis’ Christmas advert, UK discount retailer Lidl is back to slay rivals Marks & Spencer and Waitrose.

Teaming up with global advertising agency TBWA, Lidl has launched a series of billboards that bring its competitors into the spotlight—albeit not to their advantage.

“As part of our mission to upgrade the nation’s Christmas, we thought we’d help some of our competitors upgrade their poster ads,” the brand details.

In this campaign, Lidl’s banners are “pasted” over posters designed in the styles of Waitrose and Marks & Spencer, drawing focus to its cheaper Christmas offerings that are apparently also more superior.

In one of the ads, Lidl plays Mad Libs with the tagline for Marks & Spencer’s mince pies: “These aren’t just any mince pies. These are…” continuing it with, “Our ‘Deluxe’ deep-filled mince pies. And they’re over a pound cheaper.”